No longer viewed as simply a party shot for casual drinkers, tequila has now captured the attention of connoisseurs who appreciate its complex notes and subtle nuances; with Patrón El Alto no exception. 

Over the past decade, tequila’s popularity has risen steadily as perceptions of the drink have changed and more and more premium bottles have entered the market. “Tequila consumption in South Africa is definitely on the rise, having grown steadily over the last few years, with Statista projecting a 7.47% increase in volume for 2025. Additional reports suggest this upward trend will continue until at least 2029,” explains drinks writer, educator and judge Leah van Deventer. “I believe this is due to a snowball effect of more premium brands entering the market, leading to increased consumer exposure and education, and then increased consumer demand… Which then encourages further imports.” 

When it comes to its appeal to diverse markets, mixologist Lucinda Zinyemba explains: “Tequila’s magic lies in its duality – it can be playful or profound. Casual drinkers love it for its adaptability in vibrant cocktails, like margaritas or palomas, while connoisseurs are drawn to the intricate craftsmanship of artisanal tequilas, like Patrón El Alto. South Africa’s beverage community has been instrumental in bridging this gap, hosting immersive tastings and workshops that invite drinkers of all levels to uncover tequila’s hidden depths and fall in love with its diverse character.” 

Patrón El Alto’s handcrafted journey
Entering the prestige category in South Africa, Patrón has added Patrón El Alto to its collection of expressions. “Patrón El Alto stays true to Patrón Tequila’s traditional roots in distilling, while innovating in a way that achieves the best blended, aged-tequila profile possible,” says David Rodriguez, Patrón Master Distiller. “The tequilas that harmoniously come together in Patrón El Alto are a result of selecting the finest 100% Weber Blue agave in the highest parts of Jalisco, Mexico – a territory known for producing the sweetest agaves – which gives Patrón El Alto its incredibly smooth and sweet taste. We took four years to focus on only the best of the best and to perfect the bold, sweet flavours of this expression the right way: naturally.”  

Smooth and sweet with subtle notes of figs, honey, caramel, dried fruit and vanilla, the majority of Patrón El Alto tequila is made using the traditional tahona production process, where a two-ton volcanic stone is used to crush the baked agave, imparting it with natural sweetness and flavours of the earth, before being distilled and aged. 

Ageing like a fine… Tequila
Aged for four years in oak barrels, every bottle of Patrón El Alto is a product of artistry, craftmanship and ingenuity. According to Principal of the European Bartender School in Cape Town Cassandra Eichhoff, “Artisanal and aged tequilas are where the magic happens. They’re made with care, often in small batches, and have layers of flavour you can’t rush. Patrón El Alto, for example, is smooth, complex, and ridiculously drinkable – it’s tequila for when you’re feeling fancy but still want authenticity.” 

Leah adds, “Artisanal tequilas have the added romance of the craft behind them, where the spirit is made using careful, time-consuming techniques. Ageing adds a further layer of skill and care, as well as a depth and range of flavour, and a smoother finish.” 

Beyond taste, ultra-premium bottles offer drinkers an experience to delight in. “Artisanal tequilas, such as Patrón El Alto, are rewriting the story of tequila,” says Lucinda. “They’re not just drinks – they’re experiences. Patrón El Alto, made from hand-harvested blue agave and aged in oak barrels, offers layers of flavour that elevate every sip … It’s a celebration of craftsmanship that resonates with those seeking something extraordinary.” 

More than a shot
Think of a shooter and it’s not unlikely that tequila is one of the first spirits to come to mind. However, there’s so much more to this drink. Like a fine whisky, a well-crafted tequila can be sipped and enjoyed slowly – exactly what Patrón intends for tequila lovers to do with Patrón El Alto. “When you slow sip tequila, it allows you to discover hidden notes and flavours,” explains Andrew Duff from La Petite Colombe, winner of the 2023 Eat Out Patrón Mixology Award. “Aged tequilas feature nuances from oak barrels, which enhance tequila’s natural flavours and add complexity. Ageing also results in a smoother, more mellow sip,” he continues. 

“Tequila is shedding its ‘quick shot’ image and stepping into the spotlight as a spirit to savour. In South Africa, this evolution is championed by tastemakers and mixologists, who showcase premium options as sipping tequilas. Served over ice, its complexity unfolds sip by sip, revealing why tequila deserves its place among the world’s finest spirits,” explains Lucinda.  

“In South Africa, in particular, tequila has long been seen as a shooter, but consumers are beginning to view it as a sipping spirit, and demanding better-quality brands to sip on, as opposed to throwing back brands on the lower end of the quality spectrum,” says Leah. 

“Sipping tequila is a complete sensory journey. It’s not just about the taste – it’s the aromas that transport you. You can pick up the earthy agave, the woody richness of the barrel, and the delicate hints of vanilla or spice. It’s indulgent, grounding, and deeply personal,” says Cassandra.  

The future of tequila
As a category, tequila is set to continue to grow in popularity. “The shift toward premiumisation in spirits has made tequila the darling of both casual drinkers and aficionados,” says Cassandra, thus expanding its reach. “In South Africa, the dynamic beverage community is introducing tequila as more than just a party drink – it’s a cultural experience. Ultra-premium options like Patrón El Alto exemplify this shift, offering a luxurious take on tequila that blends tradition with modern sophistication. This intersection of heritage and innovation is captivating both casual drinkers and connoisseurs alike,” says Lucinda.  

“Patrón has been an industry leader globally and will once again change the game as it enters the prestige category of tequila – a segment forecasted to double in size by 2025 – with the launch of Patrón El Alto,” says D-J Hageman, Vice President of Marketing at Patrón. “Patrón El Alto continues to elevate the standards of tequila, demonstrating our tireless dedication to perfection. When you reach for Patrón El Alto, you’re reaching extraordinary heights of quality, flavour and smoothness.”  

So, next time you’re out at your favourite bar or restaurant, consider ordering a tequila on the rocks to sip slowly as you relax into your evening. You never know – you might just have found your new favourite drink.  

Patrón is the sponsor of the Eat Out Patrón Mixology Award for the Eat Out Woolworths Restaurant Awards, happening on 31 March 2025. Stay tuned to Eat Out platforms for all the latest updates.